The last wave of supplement brands already won. OLLY, Goli, AG1, Grüns, IM8.
In this episode, I kick off a new series that looks forward instead of backward, at the brands scaling right now, before their exit moment. I make the case that the next wave isn't winning on format innovation at all. It's winning on positioning and specificity. And I give you the three buckets these breakout brands sort into, so you can figure out which one you're actually in.
Plus why a sophisticated market and a rising cost to acquire a customer are both punishing brands that try to talk to everyone, and why going narrow is now the engine of growth instead of a limit on it. Because people don't buy supplements the way they buy other products, and the brands winning right now understand that better than their competition does.
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